J.C. Penney Apology Ad Asks Customers To Forgive and Return

After a tumultuous past few months marked by the loss of a CEO, credit loans, slumping sales and a law suit, J.C. Penney has released an ad that pleads with customers to excuse and return.

The video, 30-seconds long, apologizes for a slew of changes J.C. Penney went through under former CEO Ron Johnson's plan for revamping the company.

It went live on J.C. Penney's Facebook and Twitter via YouTube, and displayed a woman's smooth, calm voice, as well as images of lovely women walking through everyday life.

"It's no secret, recently J.C. Penney changed," the ad says. "Some changes you liked, and some you didn't. But what matters with mistakes is what we learn.

"We learned a very simple thing: to listen to you, to hear what you need, to make your life beautiful," the female narrator continues. "Come back to J.C. Penney. We heard you. Now we'd love to see you."

According to the Los Angeles Times, commentary from the public has varied. YouTube user Jeff Klopfer said he already watched the advertisement four times, tearing up each time.

"JCP has been a part of my family's life for generations," he commented. "Welcome back JCP!"

But another YouTube viewer, ArmyFtBall, had different sentiments, saying that the department store must do "more than talk."

"Return to being a family friendly store & your customers will come back," they said.

Ron Johnson left after a year and a half of dismal numbers and a failed plan to bring JC Penney back by appealing to a younger, more hip audience.

The department store chain then took a billion-dollar loan on its credit line, and encountered a legal battle with Martha Stewart's home goods company.

They have undoubtedly worked with their advertising agency to ease the press' eyes on them, and try bringing back customers that have since traded J.C. Penney for other discount stores.

Watch the advertisement below.

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